We were lucky to catch up with Alicia Wellons recently and have shared our conversation below.

Alicia, looking forward to hearing all of your stories today. We’d love to hear about how you went about setting up your own practice and if you have any advice for professionals who might be considering starting their own?

Starting Relax & Wax Skin Care Studio was a journey filled with determination, learning curves, and a deep passion for skincare. After working in the industry for years and seeing the impact quality skincare services can have, I knew I wanted to create a space where clients felt comfortable, educated, and cared for.

Main Steps to Establishing My Studio
Research & Planning: I spent time understanding the market in Chesapeake, VA, identifying my target clientele, and defining the services I wanted to offer.

Licensing & Legal Setup: I ensured I had all necessary business licenses, certifications, and insurance to operate legally and professionally.

Finding the Right Space: Instead of opting for a traditional salon rental, I sourced an office space that provided privacy, comfort, and flexibility for my clients. This decision significantly reduced my overhead expenses and allowed me to reinvest in my business.

Branding & Marketing: I built my brand around quality and personalized care while infusing my cultural roots from the islands. This made my business not only unique to my clients but also deeply personal and meaningful to me. Social media, particularly Instagram, Facebook, and LinkedIn, played a crucial role in reaching potential clients and showcasing what made my services stand out.

Building a Loyal Client Base: To generate interest before opening my doors, I offered an exclusive incentive—clients who booked early locked in a special price for 90 days. This helped me establish a solid foundation of returning clients right from the start.

Challenges in Setting Up My Own Studio
Financial Investment: Securing the right funding was crucial. I utilized interest-free credit options to fund my startup costs, allowing me to build my business without the stress of accumulating interest. This gave me the flexibility to invest in high-quality equipment and products from the beginning.

Building a Clientele from Scratch: Attracting new clients is always a challenge in the beginning. Alongside my pre-launch booking incentive, I relied on word-of-mouth, social media marketing, and exceptional service to keep clients coming back and referring others.

Wearing All the Hats: From booking appointments to marketing, managing finances, and performing services, I had to learn how to juggle multiple roles as a business owner.

What I Would Do Differently
Outsource Sooner: I would have delegated tasks like bookkeeping and social media management earlier to focus more on services and client experience.

Invest in More Education Upfront: While I continuously take advanced skincare courses, I would have prioritized specialized training earlier to offer unique treatments right away.

Advice for Young Professionals Starting Their Own Practice
Have a Clear Vision: Define what sets your business apart and stay true to it.

Start Small & Scale Smartly: You don’t need a huge space or expensive equipment on day one. Grow as your client base grows.

Prioritize Client Experience: Happy clients bring referrals. Build relationships, educate them on skincare, and follow up after treatments.

Stay Consistent in Marketing: Even when you’re fully booked, keep posting and engaging on social media. It keeps your business visible.

Network & Find a Mentor: Connecting with others in the industry can provide valuable guidance and open doors for opportunities.

Starting Relax & Wax Skin Care Studio has been one of the most rewarding decisions I’ve made. Seeing clients gain confidence in their skin and knowing I played a role in that transformation keeps me motivated every day! 💆🏽‍♀️✨

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m Alicia Wellons, the owner and solo esthetician behind Relax & Wax Skin Care Studio in Chesapeake, VA. My journey into skincare and wellness has been anything but traditional, but every step has led me to where I am today.

I first became a licensed esthetician in 2005, but after some time in the industry, I decided to pursue my Bachelor of Science in Tourism and Events Management. This led me to a successful career in the nonprofit sector from 2016 to 2024, where I worked in community engagement, fundraising, and event planning. However, my passion for skincare never faded, and in 2024, I made the decision to return to esthetics—this time, with an even deeper understanding of service, care, and building meaningful relationships. I earned my Master Esthetics License in January 2025, allowing me to provide advanced skincare treatments with even greater expertise.

Beyond my career in esthetics, I proudly served in the U.S. Army Reserves for 16 years, an experience that shaped my resilience, discipline, and commitment to excellence—qualities I bring to my practice every day.

At Relax & Wax, I specialize in custom facials, Brazilian waxing, and corrective skincare treatments tailored to each client’s unique needs. I also offer men’s beard facials and body waxing—because skincare is for everyone! My goal is to create a welcoming, judgment-free space where busy professionals can take time for themselves and achieve healthy, glowing skin with treatments that are both effective and relaxing.

What sets my practice apart is my island-inspired branding, influenced by my cultural roots in the Hawaiian and Polynesian dance community. The experience at Relax & Wax is more than just a treatment—it’s a getaway, a moment to breathe, reset, and feel rejuvenated. Additionally, I sourced an independent office space instead of a traditional salon rental, allowing me to create a more intimate and cost-effective environment for my clients.

When starting my business, I made strategic financial decisions, securing interest-free funding to build without the stress of high-interest loans. To establish a strong clientele, I offered an exclusive pre-booking incentive for early clients, locking in a special rate for their first 90 days—a decision that helped me build trust and loyalty right from the start.

I’m most proud of the relationships I’ve built with my clients and the transformations I’ve witnessed in their confidence and skin health. It’s incredibly rewarding to see someone walk out of my studio feeling their best.

For anyone considering starting their own business, my advice is to stay authentic to your vision, plan strategically, and create a brand that truly reflects who you are. Whether you’re looking for a self-care routine, expert skincare guidance, or just a little time to relax, I invite you to experience Relax & Wax—where smooth skin and self-care meet island vibes. 🌺✨

Can you tell us about what’s worked well for you in terms of growing your clientele?

Growing a clientele as a solo esthetician takes a mix of strategic marketing, strong client relationships, and consistent visibility. Here are some of the most effective strategies that have worked for me at Relax & Wax Skin Care Studio:

1. Pre-Booking Incentives
Before even opening my doors, I offered a special pre-booking incentive that locked in a lower price for the first 90 days. This encouraged early bookings, helped me establish a base clientele, and created a sense of urgency.

2. Word-of-Mouth & Client Referrals
Happy clients spread the word faster than any ad! I built trust by delivering exceptional waxing and skincare services, and clients naturally referred friends and family. To encourage referrals, I implemented a “Refer a Friend” discount, rewarding both the current and new client.

3. Social Media & Content Marketing
I focused on Instagram, Facebook, and LinkedIn to educate and engage my audience. The most effective content has been:

Before & After Photos (with client permission)
Short Educational Videos on skincare tips
Humorous & Relatable Posts (funny waxing memes, skincare myths, etc.)
Client Testimonials & Reviews
4. Strategic Partnerships & Community Events
Networking with local businesses (like gyms, yoga studios, and salons that don’t offer esthetics)
Participating in local events (e.g., YMCA’s Trunk or Treat) to introduce my brand
Collaborating with other professionals (barbers, hairstylists, massage therapists) for cross-promotions
5. Online Booking & Convenience
I use GlossGenius for seamless online booking, allowing clients to schedule appointments at their convenience. I also offer text reminders and easy rebooking options, making the process smooth and hassle-free.

6. Personalized Client Experience
I keep detailed notes on client preferences, allergies, and past treatments, so every visit feels tailored. Small touches like a calming environment, island-inspired branding, and follow-up texts make a big difference in client retention.

7. Google Reviews & SEO
I actively encourage clients to leave Google reviews, which boosts my visibility in local searches. Having a well-optimized Google Business Profile also helps attract new clients searching for waxing and skincare services in the area.

Would I do anything differently? I would have started creating content sooner! Consistency on social media and educating potential clients has been key in building trust and turning followers into bookings.

For a solo esthetician, the best strategy is to show up authentically, provide exceptional service, and stay engaged with your community—both online and in person.

Do you think you’d choose a different profession or specialty if you were starting now?

Absolutely! If I could go back, I would still choose esthetics—but the beauty of my journey is that I actually did come back to it. After spending years in corporate America and the nonprofit sector, I saw firsthand how stressed and overworked people are, often neglecting self-care. It made me realize that my true passion has always been helping people feel good, not just on the outside, but mentally and emotionally too.

Returning to esthetics wasn’t just about skincare—it was about creating a space for people to relax, unwind, and prioritize themselves. I knew that coming back would allow me to fuel my passion for people, giving them a place where they could escape the daily grind and truly take a moment for themselves. And honestly? It’s been the most rewarding decision I’ve ever made.

Contact Info:

• Website: relaxandwaxchesapeake.glossgenius.com
• Instagram: relax_wax_chesapeake
• Facebook: https://www.facebook.com/RelaxAndWaxChesapeake
• Linkedin: https://www.linkedin.com/company/relax-wax-skin-care-studio

Image Credits
Relax & Wax, LLC